Head of Digital and Content

This is an exciting and pivotal leadership role at the heart of Kinship’s digital transformation. You’ll lead a talented and ambitious team to deliver innovative digital products, accessible content, and outstanding user experiences that support kinship carers and strengthen our organisational impact.

Purpose of the role

The purpose of this role is to:

• lead, develop and support a high-performing Digital and Content team delivering high quality, accessible and user-led digital products and content for kinship carers
• oversee the design, development and continuous improvement of Kinship’s digital platforms including the website, Kinship Compass, new e-learning platform and the Kinship AI tool ensuring they are ethical, inclusive and evidence-informed
• ensure that the content design and digital practice across Kinship is high quality, consistent and grounded in user needs. To work in close partnership across the organisation and the wider senior leadership team to deliver digital solutions that improve services, empower kinship carers and achieve organisational objectives.

You will be part of the Senior Leadership Team.

Digital leadership and strategy

• Lead the Digital and Content team, building a culture of high performance, innovation and continuous improvement.
• Continue to develop and deliver Kinship’s digital strategy and product roadmap, covering the website, Kinship Compass, Kinship Minds, AI tool and other digital tools (excluding marketing and social media).
• Provide digital leadership across the organisation, increasing capability, confidence and collaboration.
• Identify and deliver opportunities to use AI and emerging technology to enhance user experience and service delivery.
• Manage digital budgets, agencies and suppliers to deliver projects efficiently and on time.
• Keep up to date with the digital external environment, horizon scanning in order to shape and respond to opportunities.
• Play an active part in supporting income generation around digital innovation, supporting proposals which are ready for fundraising and business development, working with the fundraising team.
• Prepare regular progress reports and contribute to organisational business planning and reporting.

Website, content and digital product development

• Lead the ongoing development of Kinship’s digital platforms to ensure they are user-centred, accessible and continuously improved.
• Oversee the content strategy and governance for Kinship’s website, Kinship Compass and new e-learning platform.
• Work with internal colleagues to improve our workshop booking system.
• Ensure our content design approach is consistently applied — using evidence, data and co-production to create content that is:
  • informed by user need
  • written in plain English and inclusive language
  • trauma-informed and strengths-based
  • tested, iterated and continuously improved
• Lead the content design team to develop and maintain curriculum and learning content for strategic projects working collaboratively with subject experts and kinship carers.
• Work closely with the Advice and Training team to ensure online and workshop content meets user needs and DfE contract KPIs.
• Develop an excellent understanding of end-to-end audience experience and how the website, online content and digital products can drive effective online services and enhance the kinship ecosystem. Map the user journeys across our website and digital products.
• Co-lead the Knowledge Board (with the Associate Director of Advice, Training and Information) ensuring up-to-date, plain-English content across key taxonomy themes like finance, legal and education.
• Ensure integration across all platforms (e.g. website, telephony, Salesforce, Kinship Minds) to create seamless user journeys for kinship carers and internal teams.
• Work with the Participation and Involvement Manager to ensure meaningful participation and co-production with kinship carers to develop products.
• Drive accessibility and inclusion, ensuring our digital services reach and work for all kinship carers, including those with lower digital literacy.
• Ensure high quality manualisation and documentation of systems and processes to support digital innovation, working in the open, website governance and transparent processes (using Notion.so).
• Oversee SEO, analytics and data-driven optimisation to improve engagement, performance and impact.

Collaboration and organisational influence

• Work closely with the Associate Director of Campaigns, Communications and Marketing to align website and content priorities with external communications and brand strategy.
• Collaborate across teams to ensure digital products support fundraising, campaigning, research and service delivery where appropriate.
• Represent the Digital and Content team across Kinship, promoting shared ownership and understanding of our digital goals.
• Build relationships with sector peers, tech partners and funders to share best practice and explore innovation.
• Embed co-production with kinship carers in all digital design and development, including Kinship Minds content and UX design.

Management and team development

• Provide clear direction, coaching and support to the Digital and Content team.
• Set and monitor objectives, ensuring delivery of agreed targets and KPIs.
• Build a culture of learning, curiosity and continuous improvement.
• Ensure induction, documentation and systems support efficient and sustainable working.
• Role-model Kinship’s values and behaviours: be bold, step up, be stronger together, put people first.

Team culture

• Act in the best interest of Kinship and the families we support.
• Maintain and contribute up to date understanding of kinship care.
• Deliver effective administration with attention to detail and keeping to deadline.
• Actively contribute to delivering and evidencing a high performing service.
• Take responsibility for your ongoing continued professional development.
• Work in line with the Kinship values.

Digital leadership and strategy

• Significant senior digital leadership experience covering strategy, delivery, KPIs, budgeting and reporting.
• Proven ability to think strategically, set direction and connect digital development to organisational goals.
• Experience in managing complex stakeholder relationships with confidence and diplomacy.

Product and platform delivery

• Successful track record leading mid–large scale website and digital development projects.
• Experience managing digital agencies and consultants to deliver on time and to budget.
• Strong understanding of digital governance, safeguarding, risk and data protection.

Technical and analytical capability

• Credible technical expertise for a senior role, including SEO, analytics and optimisation.
• Skilled in interpreting performance data to drive continuous improvement.
• High digital and data literacy, including confident use of Salesforce and integrating systems with digital products.
• Excellent project management experience and commitment to taking accountability for tools like Asana and Notion.   

Team leadership and culture

• Substantial experience leading dispersed teams, including wellbeing, performance and professional development.
• Ability to provide clear direction, set boundaries and motivate teams with empathy and confidence.
• Positive, solutions-focused mindset with a commitment to innovation and improvement.

User-centred design and inclusion

• Experience designing and delivering digital services for families in crisis or underserved communities.
• Strong commitment to user-led design, ensuring kinship carers’ voices shape products and content.
• Demonstrable commitment to equity, diversity and inclusion.  

General characteristics and attributes

• A real commitment to equity, diversity and inclusion within your role.
• A respectful approach to working with people from a range of backgrounds.
• Understanding of safeguarding particularly around vulnerable families.
• Commitment to the values, aims and objectives of Kinship.
• Flexible and willing to travel for work across England. 
• Excellent written and spoken English.
• Permission to work in the UK.

• appropriate technical diploma or post graduate certificate
• accredited marketing diploma (CIM / CAM / IDM for example)
• lived experience of kinship care
• understanding of embedding trauma informed approaches
• experience of working across two nations (England and Wales) would be helpful
• understanding of children’s social care
• experience using Salesforce, Notion, AI tools or digital learning management systems